Nir Eyal

You know, we shouldn't discount the amazing impact that expectations and anticipation can have on our customer's actual experience with our product or service.

All of that, all of that.

Don't just chase the competition.

That's the worst thing you can do.

People do this all the time.

Well, what's everybody else doing?

Let's do that too.

And we think that our competition knows something we don't.

No, they're just as blind as you are.

What you really want to do is to consciously be aware of what do we want our customer to anticipate and then incept that feeling.

We know that when, there's a couple of great examples.

We know that when people were given a putter, golfers were given a putter, that they were told this putter was used by a very famous golfer.

I don't know who they told them, somebody famous, Tiger Woods or something.

They said, Tiger Woods used this putter.

They golf better.

They actually did better, fewer strokes on the golf course because they believed that there was some kind of anticipatory response to this special type of putter.

So it turns out we really do act differently based on how we anticipate a product will affect us.

We live longer, seven and a half years.

Yeah, with illnesses, with steroids.

And it turns out when they did a study and they gave men a steroid, they said, hey, here's a steroid pill.